The UEFA European Championship, better known as the Euros, is one of the most anticipated football tournaments globally, and Euro 2024 is no exception. Hosted by Germany, this event promises not only thrilling matches but also a showcase of some of the best marketing campaigns from brands leveraging the tournament’s massive viewership.
In this blog post, we’ll explore the excitement surrounding Euro 2024 and highlight some of our favourite marketing campaigns.
Adidas: ‘You got this‘
Adidas is shining a light on the pressures elite players face when all eyes are on them at the Euros.
In fact, research shows that players are three times more likely to miss a penalty when playing for their national team as opposed to their club. The hero spot features Gianluigi Donnarumma, Giovanni Reyna, Ousmane Dembélé, Pedri, Jude Bellingham and Leo Messi. Former England captain David Beckham’s familiar voice narrates the spot as Queen and David Bowie’s iconic Under Pressure track plays in the background.
Paddy Power ‘Europe’s Favourites’
Irish firm Paddy Power and Danny Dyer have joined forces to celebrate England being hailed as ‘Europe’s Favourites’ to clinch the biggest football tournament of the summer.
Following years of contentious behaviour abroad and the lingering complexities of Brexit afflicting the nation, the brand has seized the opportunity for a playful nod to England’s unique standing just two weeks ahead of the event.
British Heart Foundation ‘Til I Died’ :
The British Heart Foundation has launched a poignant new campaign celebrating the lives of 12 young football fans whose lives were tragically ended by heart disease.
The work, titled ‘Til I Died,’ is built on the insight that many of us are largely unaware of the devastating effect heart disease has on young people. The murals serve as both a memorial and a powerful visual statement, emphasising the urgent need for greater awareness and research funding to combat heart disease among youth.
Nike ‘Awaken your madness’ :
It’s long been stated that there is a link between genius and madness, and this is the premise behind Nike Football’s latest commercial, titled Awaken Your Madness.
Starring three masters of the modern game, the spot focuses on the lengths that Mbappé, Vini Jr and Haaland will go to in order to perform at the highest level. Starting from a young age, this includes tactics, superstitions and extreme health techniques.
Sports Direct ‘Football Fever Starts Here’
The campaign, which is rolling out across TV, OOH, digital, in-store and social media, is crammed with sportswear and football related product, starring the likes of England’s Conor Gallagher and Jordan Pickford, Portugal’s Rúben Dias and former player turned TV pundit, Ian Wright.
The campaign attempts to capture the tournament’s “unique ability to bring together a nation to get behind their team and forget their differences” – highlighting that the fans’ journey begins at Sports Direct.
Championing “everyday locations where true football fever is born”, the commercial begins in an ordinary cul-de-sac in Manchester, where the spectacle begins to unfold. The ad finishes with Conor Gallagher running with a ball and unleashing a shot at a young goalkeeper – bringing together football stars and everyday people.